Born in the USA [EsteticaExport] - 2019

GDP FOR FORECASTS
BY AREA AND WORLD TRADE
(REAL VAR.%)
2018 2019
Consolidated economies 2.1 1.7
USA 2.9 2.3
Euro Zone 1.9 1.2
Japanese 0.7 0.7
Italy 0.9 0.5
New economies 4.6 4.2
China 6.6 6.0
Middle East 1.7 2.1
Central Europe 4.3 3.2
Russia 1.6 1.5
Latin America 0.9 1.4
World GPD 3.7 3.3
World trade 4.1 2.9
Source: Prometeia
58% of the Chinese declared their penchant for
a more expensive product, while 36% of Chinese
consumers opt for premium brands. These are
consumers who live by the principle: you get what
you pay for!
THE “ME & THE PLANET” TREND
The bespoken and eco-sustainable markets will
most likely be driving most of the haircare market
worldwide. For an article written for ww.forbes.
com, Richard Kestenbaum isolates three
circumstances unique to the beauty industry in
general: 1) women are exploring new products
and brands, seeking out artisanal and natural
products; 2) young independent brands and
entrepreneurship are causing a surge in creativity;
and 3) beauty multinationals are acquiring smaller
companies at high values because they feel
threatened by what consumers want nowadays.
Then we must take into consideration the
differentiation of products within each segment to
meet the needs of specific skin tones, textures,
allergies, age, hair type, color, and gender.
The website www.cosmeticsbusiness.com notes
that these small, niche brands are catering more
and more to personalised needs and offering
customised solutions, mostly because they are
more in touch with consumer lifestyle choices.
These targeted products are not developed
IN THE KNOW...
What are the keys to success
in international growth?
The key is to have a strategic international
market approach, making sure that every
brand has what it needs to be sold successfully
in each market. This includes registration,
customer service and logistics. Then the
plan must be implemented by a team who
understands the culture and the needs of the
territory in question. In this way, we maximize
all opportunities and avoid mistakes.
What challenges does an American
company face when distributing overseas?
The biggest is continuity in servicing an
international partner successfully. We see
many inexperienced companies trying to
build international business on their own.
Unfortunately, an unsuccessful first-time
positioning of a brand in an international
market can seriously compromise its future
in that market. “You only have one opportunity
to make a first
impression.”
Which markets
are most promising
today?
It depends on the
brand and their
products. For example:
Asian territories love
whitening skin
products, while
Europeans look
For the complete interview
with Paolo Rezzara, visit
www.esteticamagazine.com
for tanning products.
Electrical products are
more difficult to sell
in Asia, because they are produced there.
In general, Europe is still the leading
international market, but there is a strong
increase in Asia, and Latin America is still
a good market for many lines.
Paolo Rezzara
President
The Kirschner Group Inc.
BORNINTHEUSA
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